WHAT IS

STP?
Segmenting,
targeting,
positioning
Marketing Management Group 3
S1 Extended Undergraduate
Program 2020/2021
 CONTENT CREATORS

Andika Rizki Latifa Rahmi Grafika Perdana Siti Namira A Nudy Istifa N

Marketing Management Class A

S1 Extended Undergraduate
Program 2020/2021
 01
WHAT ARE WE 01 02
GOING TO
TECH SLIDLES Target marketing : STEP 1 :
LEARN?
select and enter SEGMENTATING
market
03 04
STEP 2 : STEP 3 :
TARGETING POSITIONING

Learning Objectives by Marketing Real People Real Choice

by Solomon, Marshall, Stuart
Chapter 7
01

TARGET MARKETING
Select and Enter Market
MARKETING OBJECTIVES
“Create Value, Build
Customer
Relationships, and
Satisfy Needs.”
But in our modern, complex society, it’s naïve to
assume that everyone’s needs are the same – even
for a pair of blue jeans
 MARKET FRAGMENTATION
The creation of many consumer groups due to a diversity of
distinct need and wants in modern society

KBBI : Fragmentasi - ….
Berkembang menjadi organisme
baru.

Example :
Choosing where to continue
our education based on
abilities, background, and
other factors.

Because of this diversity, the same good or service will not appeal to everyone
 WHAT SHOULD THE MARKETERS DO?
“ Do Efficient. Do
Mass Marketing.”

Eliminate the need for

separate advertising
campaigns and distinctive
packages for each items
VS
“ Do Effectiveness.
Do Customization.”
Offer the perfect product
for each customers.

Or can we do both?
 TARGET
MARKETING
STRATEGY
Dividing the total market into different
segments on the basis of customer Target Marketing
characteristics, selecting one or more Process
segments, and developing products to
meet the needs of those specific
segments. STP
 TARGET MARKETING PROCESS
Segmentation Targeting Positioning

Identify and Evaluate Develop marketing

segments and mix that will create
describe market a competitive
segments decide which to advantage in the
go after minds of selected
targeted market
02

STEP 1 :
SEGMENTATION
 What is segmentation?
“The process of dividing a larger market
into smaller piecesbased on one or
more meaningful, shared
characteristics. “

“Dimensions that divide the total market

into fairly homogenous groups, each
with different and preferences called
segmentation variables.”

Segment consumer markets and B2B segmentation

SEGMENT CONSUMER MARKETS
SEGMENTING CONSUMER MARKETS
Demographics
Statistics that measure
observable aspects of a
population, including size,
age, gender, ethnic Behavior
group, income, education,
occupation, and A technique that
family structure. divides consumers
into segments on the
basis of how they act
Psychographics toward, feel about, or
use a good or service
The use of psychological,
sociological, and
anthropological factors to
construct market
segments
 Segment by demographics : AGE
Consumers of different age-groups have Children : Age 4 - 12
different needs and wants.
Teens : Age 12 – 17 & Tweens
Generational Marketing : Members of a : Age 8 -14
generation tend to share the same outlook,
values, and priorities.
Millenials/Gen Z : Born after
1994

Gen Y (Echo Boomer) : Born

between 1979 and 1994

Gen X : Born between 1965

and 1978

Baby Boomer: Born between

1946 and 1964
 Many products specifically
appeal to
men or women.

Segmenting by gender
starts at a very early age,
ex: blue clothes for boys and
pink for girls.

Segment by demographics : GENDER

 Segment by demographics : FAMILY LIFE CYCLE
Family needs and
expenditures change
over time.

As families age and move into

01 new life stages, different
product categories ascend and
descend in importance.

02 Even if importance is
constant, needs within
category may change.
Segment by demographics : INCOME AND SOCIAL CLASS

Income
Strongly connected to buying power

Social Class

Past : But many consumers buy

Upper Class, Midlle Class, according to image they’d
and Lower Class like to portray, not their
actual level.. Easy credit
may lead consumers to buy
cars and homes they can’t
truly afford.
Segment by demographics : ETHNICITY
A consumer's national origin is often a
strong indicator of his or her
preferences.

Eg:
● African Americans & Hip Hop Culture.

● BuzzFeed makes an effort to court

Asian Americans by publishing content
on topics and experiences highly
relateble to this group.

● Javanese people prefer sweet food to

spicy food.
 Segment by demographics : PLACE OF RESIDENCE
01 An approach in which marketer tailor their
offerings specific geographic areas because
to
people's preferences often vary depending on
where they live.
Eg:
• People who live in Jakarta use Air
Conditioner on their house more than people
who live in Bandung
• Indomie Goreng in Sumatra.
Geographic Information System
02 (GIS) -> Google Earth, other
similar application.

03 Geotargeting -> Internet

Marketing
 Segment by PSYCHOGRAPHICS
Categorized consumers in
terms of psychological
sociological, and
antrhopological.

Personality Social Status

Lifestyle
Segment by Behavior
Categorized consumers based
upon how they act toward, feel
about and use the product.

❑ User Status -> User & Non User

❑ 80/20 Rule -> 20% user contribute

80% sales

❑ Long Tail Concept -> can make

money by selling small amounts of
items, provided sell enough different
items

❑ Usage Occasion -> Indicator base on

what consumer use a product most
01 Segmentation
Firm:
also use for B2B

Help B2B Companies

understand needs and
characteristic potensial
costumer.

02 Firm can be categorized based

on:

❑ Organtizational
Demographics
❑ Product Technology Used
❑ User Status

Segment B2B MARKETS

03

STEP 2 :
TARGETING
 What is TARGETING?
“A strategy in which marketers
evaluate the attractiveness of each
potential segment and decide in
which of these groups they will invest
resources to try 10 tum them into
customers.”
The market segments on which an
organization focuses its marketing
plan and toward which it directs its
marketing efforts.
 PHASE OF TARGETING
Develop Segment Profiles
PHASE 2

PHASE 1 PHASE 3
Evaluate Market Segments Choose a Targeting Strategy
 Phase 1 : EVALUATE MARKET SEGMENTS
Are members of the segment similar to
01 each other in their product needs and
wants and at the same time, different
from consumer in other segment?

Can marketers
02 measure the
segment?

Is the segment large

enough to be
03 profitable now and in
the future?
 Phase 1 : EVALUATE MARKET
SEGMENTS
Can marketing
04 communications
reach segments?

Can the marketer

adequately serve the
05 needs of the
segments?
Phase 2 : Develop Segment profile
Segment profile is a description
of the "typical" customer in that
segment.
Demographics

Location

Life Style Information

Description : Frequency of Buying

Products
Phase 3 : CHOOSE A MARKETING STRATEGY
Phase 3 : CHOOSE A MARKETING STRATEGY
04

STEP 3 :
POSITIONING
WHAT IS POSITIONING?
▪ Positioning means
developing a marketing
strategy to influence how
a particular market
segment perceives a good
or service in comparison
to the competition

▪ Positioning is about what

the consumers perceives
 STEPS OF POSITIONING
Define Your Competitive Evaluate Responses and
Advantage Modify as Needed

STEP 2 STEP 4

STEP 1 STEP 3
Analyze Finalize the Marketing Mix
Competitors’
Positions
STEP 1 : ANALYZE COMPETITOR’S POSITIONS
• What competitors are out
there, and how does the
target market perceive
them?
• Aside from direct
competitors in the product
category, are there other
goods or services that
provide similar benefits?
STEP 2 : DEFINE COMPETITIVE ADVANTAGES
• Provide a reason why
consumers will perceive the
product as better than the
competition
• Positioning statement can help
the company frame internally
how a product is positioned so
that any associated marketing
communication remains
focused on articulating to
consumersthe specific value
offered by a product
 POSITIONING STATEMENT
An expression of a product’s positioning that is internally developed and maintained
in order to support the development of marketing communication that articulates
the specific value offered by a product

The segment(s) to which the

product is targeted
The most important claim
(differentiator) to be attributed to the
product for the targeted segment(s)

The most important piece of evidence

that supports the claim made about the
product
 STEP 3 : FINALIZE THE MARKETING MIX
• The elements of marketing mix
must match the selected
segment
• The good or service must deliver
benefits that the segment values,
such as convenience or status
• It must add value and satisfy
consumer needs
STEP 4 : EVALUATE RESPONSES AND MODIFY AS NEEDED
• Over time, the firm may find
that it needs to change which
segments it targets or even
alter a product’s position to
respond to marketplace
changes
• A change in positioning
strategy is repositioning
• Sometimes some products
rise from the ashes to ride a
new wave of nostalgia and
return to marketplace as retro
brands
 BRING A PRODUCT TO LIFE : BRAND PERSONALITY
• A positioning strategy often tries to create
a brand personality for a good or service
• Brand personality: a distinctive image that
captures its character and benefits
• Brand anthropomorphism: the assignment
of human characteristics and qualities to a
brand
• Part of creating a brand personality is to
develop an identity for the product that the
target market will prefer over competing
brands
• Perceptual map – A technique to visually
describe where brands are “located” in
consumers’ minds relative to competing
brands
PERCEPTUAL MAP EXAMPLE
 THANKS!
Does anyone have any
questions?

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